What 2023 holds for the world of marketing according to Gartner

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Gartner has released its annual forecasts for marketing specialists ahead of 2023, highlighting that a battlefield will emerge where misinformation via social media and AI will be the main enemies.

The analyst firm has identified five trends in total , many of which have long time frames but are still worth considering.

Gartner argued that by 2027, four in five enterprise marketers will establish a “dedicated content authenticity function” to combat misinformation. This has a nod not only to user-generated content (UGC), but also to the vast amount of words generated by AI programs like ChatGPT, only some of which are based on fact and good faith.

In addition to this, Gartner predicted that by 2025 , 70% of enterprise romania phone number list CMOs will identify the responsibility of ethical AI in marketing among their biggest concerns. This relates to both privacy concerns and the use of AI to optimize campaign performance and reduce costs. Similarly, a shift in the use of AI in marketing will see staff move from operational to strategic work. By 2025, Gartner said, forward-thinking companies will see the needle move at the rate of 75% of their staff.

So there is hope alongside the gloom. “ Just as AI and other technologies contribute to the content problem, they will also be part of the solution, especially when complemented by dedicated teams that listen, engage and amplify brand interests across the digital content ecosystem .”

First-party data was also cited by Gartner , with loyalty programs seen as the solution. Just over a third (36%) of organizations surveyed by the analyst in 2022 had such a program, with opportunities in the banking and consumer packaged goods industries. By 2023, Gartner added, both B2B and B2C will move more of their chips toward loyalty offerings as a percentage of their marketing budgets.

The final prediction is that by 2024 , seven in 10 brands will allocate at least one-tenth of their media budget to product placement in entertainment content.

“ Against a backdrop of relentless social and economic pressures, marketing leaders are looking to a future where smarter marketing leads to deeper, more valuable connections between customers and brands ,” said Andrew Frank, distinguished vice president analyst in Gartner’s marketing practice.